Danes Specialty Coffee
Define yourself.
In a highly commoditised market the way to stand apart is to define your difference. Be known for what you believe and what you deliver.
Most coffee in Australia is bought by style: cappuccino, flat white or piccolo. Defining your difference through flavour could spark change the industry by helping customers see more clearly what they like about their favourite coffee. Choosing a flavour that suits them, rather than continuously finding new brands. This new identity provided a proprietary technology to define the things Danes cares about in a way that was immediately beneficial to coffee drinkers.
Before & After
Rebrand and packaging update - Increasing perceived value by design
“We thought we were getting a rebrand, but what we got was a fresh vision of our entire business - from the way we think, the way we operate, to the ambition we now carry.”
Paul Jackson, Founder
Danes Specialty Coffee
We wanted to deliver our target customer a comfortable and ‘consciously analogue’ mid-century modernist feel as a break from our digitally connected lives, and differentiate from the commonplace ‘industrial style’ cafes.
The iconic blend of technology and craft of that mid-century era is paralleled in the process of creating an intensely flavourful espresso from a flavourless un-roasted bean.
We leveraged their expertise and insight to provide access to a high level of measurement and precision that we deployed visually across the brand touch points.
Each interaction with the brand was seen as a way to share their knowledge and offer the customer greater choice and a power to decide what suits them. ‘Define Yourself’ becoming a guiding principle throughout the business.